Making Sense of Consumer Data: A Guide to Responsible Data Collection & Application

Surrounded by terabytes of readily available data about their most valuable current and potential customers, brands have made a mad dash to collect as much of this “big data” as possible. But while 99% of businesses consider data and analytics to be important to their organizations, 85% of executives are struggling to accurately analyze and interpret their existing data (KPMG). This is because many businesses are simply using the wrong data.

Many marketers continue to focus on event and page-level data in an effort to garner insights around consumers’ preferences and purchase behaviors, but what they don’t realize is that these insights are useless without understanding who these customers are and what is driving these behaviors. Marketers must shift gears and implement an identity-centric data strategy that enables a more purpose-driven understanding of consumers on an individual level.

Our latest guide shows you how to gain an actionable view of consumer identity that: